Are your campaigns reaching the intended audiences?” asks Darren Megarry at MarketingProfs. “That’s a key question facing marketing professionals, as the combined wave of technology, communication access, and spending power continues to extend across the globe.” But you don’t need a global business to understand the importance of multicultural marketing. In countries like the United States, we have the opportunity to reach diverse audiences within our own communities. But wherever these customers may be, we should remember:

Multicultural marketing is not one-size-fits-all. It’s a mistake, for instance, to think of the United States’ Hispanic population as a homogenous segment. “Significant regional, socioeconomic, cultural, religious, and racial differences can exist even within one Hispanic group,” notes Megarry. “For example, a recent immigrant from Guanajuato, Mexico, may have more in common with a Salvadoran refugee than with a middle-class Mexican American.”

Read the entire article at MarketingProfs.

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